The Challenge of Providing Fresh Produce to Disaster Zones

In the wake of natural disasters, like the recent Los Angeles fires, the urgency to provide relief to affected communities and first responders is paramount. In disaster scenarios, fresh produce often takes a backseat to urgent needs. However, as I highlighted in a recent opinion letter to the New York Times, access to fresh produce is not a luxury, but a necessity that supports both physical health and emotional well-being.

The logistical and operational hurdles in supplying fresh produce to disaster-stricken areas are immense. From securing willing donors of product and transportation to maintaining quality in adverse conditions, the path from farm to disaster zone is fraught with challenges.

MODELS FOR IMMEDIATE IMPACT

Organizations, such as Food Forward and World Central Kitchen, have developed innovative and practical solutions to these challenges. Food Forward, a Los Angeles-based nonprofit dedicated to recovering surplus produce and redirecting it to those in need, played a crucial role during the LA fires by coordinating efforts to provide fresh hand fruit to first responders stationed at command centers.

Their ability to mobilize quickly and connect local growers, regional suppliers and volunteers with disaster relief operations underscores the importance of having a robust infrastructure in place.

World Central Kitchen, known for its rapid, on-the-ground response, stepped in to ensure nourishing meals, including fresh produce, reached affected communities and first responders.

Access to fresh produce is not a luxury, but a necessity that supports both physical health and emotional well-being during times of crisis.

By capitalizing on vendor relationships with companies like Vesta Produce and their existing restaurant customers, local economies were maintained while feeding fire victims.

Fresh hand fruit, such as apples, mandarins, mangos and bananas, is particularly well-suited for disaster relief efforts. These fruits are nutrient-dense, require no preparation, and are easy to distribute and consume.

THE ROLE OF THE PRODUCE INDUSTRY

As someone with years of experience in the specialty produce sector, I have long advocated for bridging the gap between the field, kitchen and consumer. The challenges of sourcing and distributing fresh produce are especially relevant in disaster contexts.

In my January letter to the New York Times, I emphasized the importance of proactive planning and collaboration across the supply chain. “Disasters do not wait for perfect timing,” I wrote. “We need systems that allow for rapid deployment of perishable items without compromising quality or safety.”

This call to action resonates with the broader need for infrastructure that prioritizes fresh, healthy food alongside other emergency supplies.

The produce industry consistently rallies in times of disaster. From growers donating surplus crops to wholesalers reallocating inventory and retailers contributing logistical support, the industry’s collective efforts have been instrumental in addressing immediate needs. This unity ensures that fresh, healthy food reaches those who need it most.

The distribution of fresh produce to disaster zones involves navigating a complex web of logistical challenges and may also need approvals from regional officials.

Other barriers include storage and transportation concerns, rapid deployment within narrow timeframes, maintaining safety and quality standards, and ensuring equitable distribution.

BUILDING RESILIENCE FOR THE FUTURE

To build resilience, stakeholders must focus on strategies that foster proactive preparedness and swift responses. Effective disaster preparedness hinges on pre-disaster planning, with partnerships and protocols established well in advance.

Community involvement, including the engagement of local growers, distributors and volunteers, ensures a steady supply of fresh produce and strengthens social bonds while minimizing feelings of helplessness. Additionally, policy advocacy is crucial to secure funding for infrastructure improvements and to incentivize growers’ participation in relief efforts.

Equally important is the role of personal networks and connections within the produce industry. In times of crisis, established relationships often enable swift action.

I am grateful for my network, as I worked closely with Raina Nelson and Christina Ward of Westfalia Fruit managing donations from Taylor Farms, CH Robinson, Fowler Packing Company and others. The Fresh Produce and Floral Council collaborated by distributing produce boxes through OK Produce in Fresno, CA. This human element underscores the need for ongoing collaboration and communication within the industry.

A CALL TO ACTION

The Los Angeles fires are a stark reminder of the critical role fresh produce can play in disaster relief. Meeting this need demands more than goodwill; it requires coordinated, cross-sector efforts and a commitment to treating fresh produce as a vital component of disaster response.

Relief efforts remain necessary in many disaster-stricken areas across the country. The lessons learned from these efforts can inform broader strategies to ensure fresh produce is a consistent and reliable part of disaster relief operations.

By prioritizing health, nutrition, and equity, we can create systems that not only respond to immediate crises, but also contribute to long-term resilience and well-being.

M. Jill Overdorf is founder and president of The Produce Ambassador, which provides strategic insight, brand development, and innovative solutions for the foodservice, produce, hospitality and culinary sectors.